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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Rizqi, Muhammad Firman
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Decision Sciences, Operations Research & Management

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From Clicks to Carts: How Sales Promotion, Price, and Ease of Use Drive Purchase Decisions on Shopee Rizqi, Muhammad Firman
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.25

Abstract

Purpose – This study aims to analyze the influence of sales promotion, price, and perceived ease of use on purchase decisions in the Shopee application.     Design/methodology/approach – This research uses a quantitative approach with descriptive analysis and multiple linear regression. Primary data were collected through questionnaires using a purposive sampling method. The sample consists of 125 students from the Faculty of Economics and Business, Universitas Brawijaya. Data were analyzed using IBM SPSS.   Findings – The results show that sales promotion, price, and perceived ease of use have a positive and significant effect on purchase decisions in the Shopee application. The ANOVA test and regression coefficients (standardized beta) confirm that all hypotheses are accepted (p < 0.05).   Originality/value – This study highlights the combined influence of promotional strategies, pricing, and perceived ease of use in shaping consumer purchase decisions in e-commerce applications, particularly among university students.
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